Arts Management Uniting Arts and Audiences in the 21st Century

Arts Management serves students at both the undergraduate and graduate levels in the Introduction to Arts Management course. This edition combines both theory and practical approaches, and addresses major issues including incorporating new technology and research into management programs; new information on fundraising by using programs like Kickstarter; effectively using "futuring" exercises in organizational planning; and addressing issues of diversity and inclusion.

Ellen Rosewall is Professor Emerita at the University of Wisconsin-Green Bay, having recently retired as Professor and Chair of Arts Management where she coordinated and taught the Arts Management program. She is co-editor of Arts and Cultural Management: Critical and Primary Sources (2018), and has served as Vice President of the Association of Arts Administration Educators (AAAE) and President of both the Wisconsin Public Radio Association and Arts Wisconsin.

CONTENTS

INTRODUCTION

Chapter 1 What is Arts Management?
Defining the arts
Defining culture
Defining arts management
Organizing the arts through history
The arts in America
The arts in contemporary society
In conclusion

Chapter 2 Management in the Arts Organization
Management today
The four functions of management
Historical development of management: 1776-1920
Historical development of management: 1920-2000
Management and the arts organization
Leadership vs. management
In conclusion

Chapter 3 Organizational Structure
Philosophy of organizational structure
For-profit business (aka "the private sector")
Government (aka "the public sector")
Not-for-profit business (aka "the philanthropic sector")
Alternative structures
Choosing a structure
Forming an arts not-for-profit
In conclusion

Chapter 4 Planning for Organizational Success
Why plan?
Why not plan?
Types of plans
Mission, vision, and values
Assessing the organization: the situational analysis
Creating the plan: Goals, objectives, and strategies
Managing the planning process
In conclusion

Chapter 5 Governance and the Board of Directors
Governance vs. management
The not-for-profit board of directors
Types of boards
Fiduciary duty
Governing responsibilities of the board of directors
The role of the board in fundraising
Committees of the board
The relationship of board and staff
Recruiting board members
In conclusion

Chapter 6 Human Resources in the Arts Organization
The not-for-profit workforce
Which types of staff should be hired?
The organizational chart
Personnel management
Volunteers in the arts organization
In conclusion

Chapter 7 Program Planning and Evaluation
Mission-based program planning
Functions of arts organizations
Artistic considerations in planning
Audience and community considerations
Defining success
Determining feasibility
Evaluating programs
In conclusion

Chapter 8 Financial Management in the Arts Organization
Financial distinctions of not-for-profit businesses
Financial management terms and concepts
Financial management systems
Chart of accounts
Types of financial statements
In conclusion

Chapter 9 Planning for Financial Management
Indicators of financial health
Internal controls
The financial management cycle
Budgeting
Planning and accounting for contributed income
Fund accounting
Planning and accounting for earned income
Auxiliary business ventures
Asset management
In conclusion

Chapter 10 Fundraising Basics
What is fundraising?
The fundraising mentality
Preparation for successful fundraising
Who supports the arts?
Government's role in arts support
In conclusion

Chapter 11 Fundraising Nuts and Bolts
Donor relations and fundraising ethics
Prospect research
The annual campaign
Writing successful fundraising letters
Successful grant writing
Soliciting corporate sponsorship
In conclusion

Chapter 12 Education and the Arts
Defining basic terms
The arts and human development
Arts education in the school setting
Education in the arts organization
In conclusion

Chapter 13 Marketing and Audience Development
Challenges of marketing the arts
The marketing mindset
Understanding arts audiences
Has technology hurt arts attendance?
How consumer behavior affects marketing
Marketing trends and practices
The impact of social media
Audience development
Marketing planning
Marketing research
In conclusion

Chapter 14 Marketing techniques
Target marketing
Positioning
Communicating the message
The marketing mix
The first P: Product
The second P: Place
The third P: Price
The fourth P: Promotion
Public relations
Advertising
Sales promotion
In conclusion

Chapter 15 Community engagement
What is community engagement?
Challenges of community engagement
Community arts development
Social and civic benefits of arts and culture
Arts in the economy
Public art
In conclusion

Chapter 16 Advocating for the Arts
Government and the arts
Arts in the United States
Advocacy
Making the case for the arts
Getting started in legislative advocacy
Developing effective messages
In conclusion

APPENDICES
GLOSSARY
NOTES
REFERENCES
AUTHOR BIO
INDEX